Importance-performance analysis as a tool to guide employer branding strategies in the IT-BPM industry
21 Feb 2019-Vol. 6, Iss: 1, pp 77-95
TL;DR: In this article, the authors used importance-performance analysis (IPA) to evaluate employees' perceptions of important employer value proposition (EVP) attributes and their corresponding psychological contract fulfillment scores.
Abstract: Based on attribute research in marketing, importance-performance analysis (IPA) provides a useful analogy to examine employer branding concepts. The purpose of this paper is to use IPA to evaluate employees’ perceptions of important employer value proposition (EVP) attributes and their corresponding psychological contract fulfillment scores. IPA is applied to 40 EVP attributes and their corresponding EVP dimensions – “Economic Value”, “Development Value”, “Social Value”, “Work Value” and “Employer Reputation.” Further, the paper examines the difference between highly engaged and less engaged employees in their relationship to importance and fulfillment of the five EVP dimensions.,Data were drawn from information technology-business process management employees (n=520) in India through a questionnaire survey. The IPA matrix was used to plot the importance and fulfillment scores. Independent samples t-test was used to assess the difference between high and low engagement scores.,The results indicate that several EVP attributes fall within the “Concentrate Here” quadrant that requires more focus. With respect to EVP dimensions, social value needs focus; economic value received “Low Priority”; and work value and employer reputation are identified as “Potential Overkill.” The findings also suggest that, organizations should engage employees across all dimensions, by both prioritizing and fulfilling their obligations promptly.,The study highlights the need for HR practitioners and academicians to draw insights from attribute research in marketing to effectively devise the employer branding strategy of individual organizations.,This paper is the first of its kind to apply IPA to EVP attributes, which contributes to the growing literature on employer branding.
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TL;DR: In this paper, the authors draw on psychological contract theory to examine the influence of employees' experiences on their "employer of choice" recommendation and on signalling theory to examined the influence of such experiences.
Abstract: In this article, we draw on psychological contract theory to examine the influence of employees’ experiences on their ‘employer of choice’ recommendation and on signalling theory to examine the inf...
9 citations
19 Mar 2021
TL;DR: In this article, the determinants of employer branding (EB) that attracts and retains the employees working in the Indian higher education sector using the factor-analytic approach are revealed. And the results of independent samples t-test explicate that perception of male and female university employees pertaining to EB factors of employee attraction and employee retention is congruent.
Abstract: This study aims to unveil the determinants of employer branding (EB) that attracts and retains the employees working in the Indian higher education sector using the factor-analytic approach.,The study is cross-sectional, and the data were collected from 141 employees working in the higher education sector. Exploratory factor analysis and independent t-test were deployed to analyze the data.,The results of independent samples t-test explicate that perception of male and female university employees pertaining to EB factors of employee attraction (EA) and employee retention (ER) is congruent. Further, the perception of employees in public and private universities on EB factor is similar for ER and non-similar for EA.,The present research is an effort to unveil the employee attraction and retention factors that play a vital role in showcasing an employer as a great place to work in the Indian higher education sector.
6 citations
TL;DR: In this paper , the authors developed a comprehensive conceptual framework for the relationship between internal employer brand image and talent retention, and proposed a comprehensive and relatively rich conceptual framework has been proposed for future empirical explanations in various social settings via prospective research.
Abstract: The focus of this paper is to develop a comprehensive conceptual framework for the relationship between internal employer brand image and talent retention. An extensive and semi-systematic literature review identified a number of antecedents and consequences that have been empirically tested in various cutting-edge research studies that were conducted around the world. The existing literature is reviewed using a topical approach, and 66 research studies, most recent from various repositories, were carefully chosen and reviewed based on the criteria. Such studies have been discerned and synthesized in order to establish a complete and accurate understanding of the phenomenon. Finally, a comprehensive and relatively rich conceptual framework has been proposed for future empirical explanations in various social settings via prospective research.
5 citations
01 Jan 2020
5 citations
01 Jan 2020
TL;DR: In this article, the authors examined the relationship between employer brand and competitiveness in the hotel industry and obtained research results indicate the importance of the following five dimensions of the employer brand: organizational culture, work-life balance, the attractiveness of the hotel, corporate social responsibility, opportunities for training, development and advancement of employees.
Abstract: Human resources are one of the key resources for gaining and maintaining the competitive advantage of hotels, so increasing the value of human capital becomes a priority for hotel management. One way to increase the value of human capital is to build an employer brand in the hotel industry. The paper aims to examine the relationship between employer brand and competitiveness in the hotel industry. The obtained research results indicate the importance of the following five dimensions of the employer brand: organizational culture, work-life balance, the attractiveness of the hotel, corporate social responsibility, opportunities for training, development and advancement of employees. Results of correlation analysis indicate a positive, significant correlation between employer brand dimensions, while the regression analysis results support the impact of the hotel's employer brand on competitiveness. Corporate social responsibility has a significant impact on competitiveness as one of the dimensions of an employer brand.
3 citations
Cites background or result from "Importance-performance analysis as ..."
...This study builds on previous studies on the importance of the employer brand for employees (Kucherov & Zavyalova, 2012; Tanwar & Prasad, 2016; Kashyap & Verma, 2018; Deepa & Baral, 2019; Chawla 2020)....
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...Fourth, despite the rich research contribution in the field of employer branding, the interdisciplinary nature of this concept has not yet been explored (Deepa & Baral, 2019)....
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...Employer branding is an effective strategy by which a company attracts talent and, at the same time, differentiates itself from the competition (Deepa & Baral, 2019)....
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...Deepa and Baral (2019) talk about the importance of fulfilling employer promises given to employees in terms of employee commitment and support....
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...Third, some research on the employer brand has been conducted in Western countries (Sharma & Prasad, 2018) and India (Tanwar & Prasad, 2016; Sharma & Prasad, 2018; Maurya & Agarwal, 2018; Kashyap & Verma, 2018; Deepa & Baral, 2019; Chawla, 2020)....
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References
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TL;DR: In this article, the authors developed a short questionnaire to measure work engagement, a positive work-related state of fulfillment characterized by vigor, dedication, and absorption, which is defined as "a positive work related state of fulfilment".
Abstract: This article reports on the development of a short questionnaire to measure work engagement—a positive work-related state of fulfillment that is characterized by vigor, dedication, and absorption. ...
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TL;DR: In this paper, the antecedents and consequences of job and organization engagement based on social exchange theory were studied. But, the authors did not consider the relationship between job and organizational engagement.
Abstract: Purpose – Employee engagement has become a hot topic in recent years among consulting firms and in the popular business press. However, employee engagement has rarely been studied in the academic literature and relatively little is known about its antecedents and consequences. The purpose of this study was to test a model of the antecedents and consequences of job and organization engagements based on social exchange theory.Design/methodology/approach – A survey was completed by 102 employees working in a variety of jobs and organizations. The average age was 34 and 60 percent were female. Participants had been in their current job for an average of four years, in their organization an average of five years, and had on average 12 years of work experience. The survey included measures of job and organization engagement as well as the antecedents and consequences of engagement.Findings – Results indicate that there is a meaningful difference between job and organization engagements and that perceived organi...
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TL;DR: An easily-applied technique for measuring attribute importance and performance can further the development of effective marketing programs.
Abstract: An easily-applied technique for measuring attribute importance and performance can further the development of effective marketing programs.
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